yoga mat stinky

Hello.  I have a brand-new yoga mat that's great, hands down, except
for the burned rubber odor radiating from it.  I've tried wa****ng/
rinsing, hanging outside, draping inside with the ceiling fan from
above and a heater from below.  Perhaps, time will heal and solve
all?  Does anyone know how to neutralize the mat?  THANKS!  shawn